Boutique Call 2.0: iNDELIBLE
Taking a cue from our Boutique Calls from back in the day, we decided to take a look at some of the shops that may be flying under the radar, and get a little background as well as their input on relevant industry topics. And since social media chatter is inescapable these days, we decided to pick the brain of the folks at Indelible (or iNDELIBLE as they like to spell it), an 11-year-old, NYC-based digital shop that calls itself an “experience commerce company.” Speaking of “experience commerce,” Indelible was nominated for a Webby last year in the Best E-Commerce Site category for its Rich & Skinny Jeans destination. Seeing as they’ve launched several social media campaigns as of late spanning from cosmetics to film, we decided to take a look at Indelible and get the self-proclaimed “web video pioneer”‘s take on the much-discussed medium.
How does your agency define social media activation?
Social media activation is the process whereby consumer insight is leveraged to ignite enthusiasm and dialogue with a brand. At Indelible, we break consumers into two groups:
1. Existing Customer Base: This consists of engaging a brand’s current customers through owned media including but not limited to; email Database, loyalty Programs, in-store signage, current Facebook fans and current Twitter, to name a few. These consumers require different strategies to be activated as they already consumer and know the brand and thus don’t need to be sold. Activation of this group means exciting the base, sparking a two‐way dialogue.
2. New Customers: These are consumers who are not currently a part of a brand’s owned media, however, determined by research, to be the most likely to purchase products or services in the category. Activation of this group requires tapping into their passions while creating brand awareness. The ultimate goal is to use social to usher them through the conversion funnel.
Read on after the jump…










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